Final report marketing management marketing plan for custas cake coconut cream flavor – orion viet nam

THE FINANCIAL THE FINANCIAL MARKETING UNIVERSITY -฀฀฀฀฀ - FINAL REPORT MARKETING MANAGEMENT MARKETING PLAN FOR CUSTAS CAKE COCONUT CREAM FLAVOR – ORION VIET NAM GROUP: 3CEO Teacher: Mr Dang Huynh Phuong Class: CLC_20DMA07 Student’s name: Võ Kim Ngân – 20201008489 Bùi Thị Hương Nhi – 2021008504 Đỗ Thị Thùy Nhung – 202100080 Thành phố Hồ Chí Minh, năm 2021 MEMBER’S GROUP Number Name Student ID Level of job completion Võ Kim Ngân 2021008489 100% Bùi Thị Hương Nhi 2021008504 100% Đỗ Thị Thùy Nhung 2021008508 100% INSTRUCTOR’S COMMENT PROJECT SCORING RESULTS Score Signature 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 PLEDGE The authors commit that the topic " MARKETING PLAN FOR CUSTAS CAKE COCONUT CREAM FLAVOR - ORION VIETNAM" is done based on the efforts and enthusiasm of each member The data and research results in this report are true and is not intended to be reproduced or used by any similar research subject If detected the duplication of research results of other topics, the author team will be fully responsible All the information cited in the report has been clearly traced and published HCM, 2021 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 ACKNOWLEDGMENT After studying and doing research to complete this thesis, we would like to express our ratitude to Mr Dang Huynh Phuong He dedicatedly instructs, guided, and helped us throughout the teaching process so that we have the knowledge and complete this research The knowledge that we have learned from you is the expensive lessons and he foundation for us in the future Moreover, the research helps us to get real experience when standing from the perspective of being a business to apply the knowledge learned in school into practice Once again, we would like to thank you very much Due to the limited knowledge and time, the research still has many short comings We look forward to your comments to improve the research further 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 TABLE OF CONTENT SECTION 1: EXCUTIVE SUMMARY SECTION2: SITUATION ANALYSIS 2.1 MARKET SUMMARY 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Trend 2.1.4 Market Growth 2.2 SWOT ANALYSIS (ORION) 2.3 SWOT ANALYSIS (CUSTAS) 2.4 COMPETITORS 10 2.5 KEY TO SUCCESS 10 SECTION 3: MARKETING STRATEGY 11 3.1 MISSION 11 3.2 MARKETING OBJECTIVE 11 3.3 FINANCIAL OBJECTIVE 11 3.4 SEGMENTATION 12 3.5 TARGETING 12 3.6 POSITIONING 13 3.7 4P’s STRATEGY 13 3.7.1 Product 13 3.7.1.1 Properties 13 3.7.1.2 Decision regarding Custas cake coconut cream flavor product strategy 14 3.2.1.3 Product support services 15 3.7.1.4 Value proposition 15 3.7.2 Place 3.7.3 Price 16 16 3.7.3.1 Estimate cost 17 Table 1: Estimated cost 17 3.7.4 Promotion 17 3.8 MARKETING PROGRAM 18 3.9 MARKETING RESEARCH 18 SECTION 4: FINANCIAL 20 4.1 FIXED COST 20 Table 2:Fixed cost 20 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 4.2 VARIABLE COST 20 Table 3: Variable cost 20 4.3 ASSUMPTION OF PROJECT 4.4 BREAK- EVEN ANALYSIS 20 21 Table 5: Break - even analysis 21 4.5 TIMELINE 21 SECTION 5: CONTROLS 22 5.1 IMPLEMENTATION 23 PLAGIARISM REPORT 24 REFERENCES 27 LIST OF FIGURES Figure 1: SWOT of the Orion Figure 2: SWOT of the Custas cake coconut cream flavor 10 Figure 3:Segmentation of the Custas cake coconut cream flavor 12 LIST OF TABLES Table 1: Estimated cost 17 Table 2: Fixed cost 20 Table 3: Variable cost 20 Table 4: Assumption of project 20 Table 5: Break - even analysis 21 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 SECTION 1: EXCUTIVE SUMMARY Orion Food Vina Vietnam Co., Ltd was present in Vietnam in 2005 The company has 100% foreign investment capital, belongs to Orion Group - the world's largest confectionery group, present in over 60 countries Headquarter in Seoul, Korea Orion's famous products in Vietnam including Chocopie, Custas have affirmed their brand and quality in domestic and international markets In 2007, the Company established a branch of Orion Vina Food Co., Ltd in Bac Ninh to boost production and improve the company's revenue and profit Orion Vina is also assessed as a foreign enterprise in Vietnam that performs well in corporate social responsibility Orion has a factory in My Phuoc Industrial Park, City In Ho Chi Minh City and a factory in Yen Phong Industrial Park, Bac Ninh, both factories operate with high productivity, supplying enough confectionery and snacks for the North, Central and South markets and exported to many other countries In order to be selfsufficient in raw materials for products Orion has established O'star Farm in Vietnam, specializing in supplying fresh ingredients to produce O'star Orion annually invests millions of dollars in upgrading production lines, equipment and machinery to increase production capacity, helping to provide consumers with quality products, diverse designs, and cheap Orion's public and employees are well-trained before starting to work at the workshops, and are regularly trained in skills and knowledge by experts from Orion Group 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 SECTION2: SITUATION ANALYSIS Orion is the world's leading confectionery company Because they have main brand groups: MarketO (premium handmade cookies and chocolate), Dr You (food with many nutrients) and Orion (including sponge cake, snack, cookie, candy, gum, chocolate), present in 60 countries around the world In particular, in 2020, Orion ranked 14th on the ranking of the world's leading confectionery company voted by the global confectionery industry magazine Candy Industry Orion not only represents long-term development in Vietnam but also wishes to improve the quality of life for generations of Vietnamese families While many brands have been hit hard by the Covid-19 pandemic, Orion has maintained its leading position in the confectionery industry as sales of its items have skyrocketed It is known that in 2020, Orion's revenue in Vietnam increased by 15.7% And according to IBK Securities, Orion's 2021 revenue is forecast to reach 2.410 billion won, up 8.2% from last year 2.1 MARKET SUMMARY In the context of the current outbreak of the Covid-19 pandemic, Vietnam is one of the few countries in the world with a positive economic growth rate (+2.91%) According to a Phu Hung Securities report, the food and beverage segment's total revenue will reach VND 975,867 billion (+3.8 percent YoY) in 2020 And the food and beverage industry accounts for approximately 15.8 percent of GDP Food and beverage spending currently accounts for the greatest proportion of consumers' monthly spending structure (about 35 percent of spending) 2.1.1 Market Demographics Geographics Vietnam has a total area of 331,212 square kilometers including the total land area and islands As a tropical country with sloping terrain accounting for 3/4 of the land area, the rest are low hills and plains only accounting for 1/4 of the land area The whole country is divided into regions: North, Central, and South Demographics According to the results of the Vietnam Census in 2019, the population under 35 years old accounted for 55.5%, with an average life expectancy of nearly 76 years, higher than other countries with similar incomes in the region But the population is aging rapidly A growing middle class - currently accounts for 13% of the population and is expected to reach 26% by 2026 The per capita income of Vietnamese is about 3,000 USD/ person/ year 2.1.2 Market Needs Convenience in every situation from purchase to use: Due to the busy life, consumers want a product that is easy to use and easy to buy 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Vietnamese consumers like new types of cakes with attractive flavors, rarely appearing on the Vietnamese market Therefore, the birth of coconut cream flavor Custas has a unique delicious taste that is hard for anyone to surpass because of its rich sweet taste As a new breakthrough, the delicate combination of sponge cake and coconut cream flavor creates a sense of excitement for users 2.1.3 Market Trend In the Vietnamese market, most consumers tend to buy Custas cake filled with coconut cream flavor to give as gifts on holidays, Tet or can buy for the family to enjoy every day Consumer curiosity about Custas cake when it comes to new flavors is also what drives the trend to search the market even before it is launched for sale In addition to the above trend, the domestic market is moving towards safe food consumption and mobilizing the participation of "Vietnamese people give priority to using Vietnamese products" to affirm as well as enhance the brand position, create trust for customers In particular, our country's confectionery industry has a distinct seasonality, so the number of responses for each season will also be different, and at the same time constantly improve the image and quality of products, learn and research many products that attract consumers to trust 2.1.4 Market Growth As one of the fastest growing economies in the world, in which the confectionery industry has a significant market size and stable growth rate over 15%/year Custas will be able to grow in the market and increase revenue by expanding into emerging markets such as Russia and China Establishing a company in large countries such as India, will increase consumer awareness of the brand, provide a source of labor for people, and increase sales 2.2 SWOT ANALYSIS (ORION) Strengths Weaknesses - The price of each Orion product is not too high and ranges from 11200 VND to 84900 VND (product price refers to Coopmart supermarket), serving many different classes of people - Orion's product portfolio in Vietnam is not diversified, only focusing on a few main products such as Chocopie, Custas, O'star, Tayo or Goute cakes - The number of factories in Vietnam is limited, with only two factories: one in My Phuoc Industrial Park, Ho Chi Minh City and a factory in Yen Phong Industrial Park, Bac Ninh - Orion's public and employees are welltrained before starting to work at the workshops, and are regularly trained in skills and knowledge by experts from Orion Group 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 - Modern infrastructure, production systems, machinery and equipment are invested millions of USD annually to increase production capacity, helping to provide consumers with quality products and diverse models - Orion's ads are good, appearing a lot on different platforms Opportunities Threats - Vietnam is a favorable location for investment: stable political security, good and skilled workforce In addition, Vietnam has a convenient location that can exchange and trade goods by waterway, road, and air - According to the Institute of Financial Strategy and Policy, the Ministry of Finance, although the labor force in Vietnam is abundant and young in structure, the human resource is still weak - Abundant human resources with more in terms of quality, there is a shortage of than 90 million people as of December 3, skilled workers, and cannot meet the 2021 according to the latest figures from demand Demand of the labor market and integration, labor lacks dynamism and the United Nations creativity, professional style - Competitors advertising the product are not too strong: with the "choco-pie song" - The number of competitors in the market advertisement, Orion is well known and is increasing.Because Vietnam is in an economy, bringing an well-liked Orion has implemented an integrated increasingly expanding business advertising strategy, promoting the image of the company and its products in many environment, bringing a lot of opportunities for businesses, but also countless forms: television, radio, internet challenges that businesses have to face not only with Orion but all of them Vietnamese businesses Figure 1: SWOT of the Orion 2.3 SWOT ANALYSIS (CUSTAS) Strengths Weaknesses - The taste of coconut cream is novel, but - The packaging has not changed over the few sponge cake products in Vietnam are years exploited to bring consumers a new experience - Has a modern factory and production line that is invested and upgraded every year 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 3.6 POSITIONING Positioning Custas Cake Custas cake coconut cream flavor will become the first cake in Vietnam with real coconut cream flavor This will also be one of the leading products in the confectionery market in Vietnam Custas cake coconut cream flavor will be part of Tet dishes for both guests and host families The real taste and meaning by the real coconut cream flavor filling in the product gives consumers more value and product meaning than other places Competitive advantage in positioning Product difference: cake is refrigerated, pasteurized, quality is always stable The logo and brand name are closely linked to create an impression through the circle and star symbol that blend together to rise to the top Positioning strategy Positioning based on product attributes and product benefits to consumers: a cake eaten when hungry will help you regain energy, increase work efficiency and help you feel comfortable in class Soft cake with sweet and delicious coconut cream flavor filling Target customers: Custas cake with coconut cream flavor is aimed at diverse customers of all ages 3.7 4P’s STRATEGY 3.7.1 Product 3.7.1.1 Properties Core products Custas cake coconut cream flavor is a new flavor of coconut cream Products made from natural ingredients, such as eggs, flour, sugar, vegetable oil, coconut, and so on, customers will enjoy the taste of only Custas cake, it has such a nutty flavor As you savor it, you will experience the wonderful taste that comes from a sweet, fluffy wafer cake on the outside to a crisp, greasy cream on the inside The ingredients in the cake help you get the vitamins and minerals you need every day Actual product The product is packed in a paper box of 12 pieces with a weight of 282g/box Designed with the outer shell is a blue -white paper box that looks pure and lucky The product name is printed to "Custas" clearly and full of information about the product, ingredients, expiry date, to help consumers easily distinguish and choose products Supplementary products In addition to the product information on the package, the company's contact information is also printed to make it easier for customers to solve product-related problems 13 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 The product is committed by the business to the quality and guarantees the return policy if the product is of poor quality 3.7.1.2 Decision regarding Custas cake coconut cream flavor product strategy Labeling Picture 3: Logo Custas The Custas logo is easy to remember with the main colors being white and blue The label also contains full ingredient information and warnings The highlight is the cookie blue logo, showing that the product has clean and healthy ingredients Packaging Custas with coconut cream flavor is an eye-catching design, with the white and green color of coconut, the first impression when looking at this product of a customer is purity and luck, this is how to attract customers at first sight Packaging contains complete product information: Nutrition boards, Instructions for use and preservation., information on manufacturer Orion, ● Contact packaging: includes layers of direct wrap, water vapor proof, air barrier, the outside is a printing layer Limit causing toxic reactions that affect consumers' health ● Outer packaging: made of paperboard to protect the packaging from contact, to ensure product quality and safety ● Transport packaging: made from the hard cartons, to preserve the product safely during transportation to avoid damage and deterioration of the product Deeply aware of the problem of environmental pollution, Custas Orion has reduced the amount of ink on the packaging on the coconut cream cake package to limit the color of ink waste, to connect and create closeness for both the product and the customer consumption At the same time, it brings a small message to consumers that will inspire a green lifestyle to preserve the surrounding space 14 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Quality Custas products have long been trusted by consumers because the products of this brand always ensure quality and meet the criteria of food safety and hygiene Custas is a product line researched and manufactured by a closed production system and process with the famous advanced technology of Orion Therefore, consumers can be completely assured of product quality, product lines ensure safety and good support for consumers' health In addition, the origin of the product is made 100% from nature which is the criterion for evaluating the best product quality: Eggs, wheat flour, sugar, vegetable oil, coconuts, and coconut Both eggs, milk, and coconut are nutritious foods like vitamins, calcium, protein, iron specifically non-preservative and synthetic sweeteners that protect consumer health More than that is packed with small packets of cakes, tailored to make cake every day and made it easy for you to take along on trips, on vacations, etc., sharing with friends, relatives, and aroma cakes 3.2.1.3 Product support services Product consulting: Custas employs a team of well-trained professional private staff and understands the information related to the products provided by the parent companyOrrion To improve the quality of customer care service to solve product questions quickly and best Customers can contact the consulting team operating 24/7 via hotline: 0989 219488 or Fanpage: https://www.facebook.com/OrionVietnam, so that customers' problems are solved timely Products are widely distributed through e-commerce channels with specific information about the product clearly displayed, which makes it easier for consumers to learn and choose products 3.7.1.4 Value proposition Meeting the needs of customers who want to enjoy the new taste of Custas cakes, Custas has launched a product line of Custas cakes coconut cream flavor with sweet and attractive coconut filling Not only is the packaging beautiful, but the taste of the product is also very special Helping customers feel an unprecedented taste in confectionery products present in the Vietnamese market The product brings great benefits both physically as well as mentally to the user The product is positioned as a product line with affordable price but quality assurance, suitable for all customers, even those with low income The product is completely reliable with all-natural ingredients and is a product of the prestigious Orion brand 15 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 3.7.2 Place Custas cake has chosen many different forms of distribution channels to bring products to consumers, but it is still mainly distributed under the agent system Orion selects many wholesalers (level 1) and the task of these wholesalers is to distribute to retailers, grocery stores, and traditional markets When customers have a need, retailers will report to wholesalers and this place will provide products in the form of a direct sale The benefit of this type of distribution is that the investment capital is low, making it suitable for strong brands that are well-liked by the market However, if there is a problem with the product (for example, a problem with the product quality), the manufacturer's ability to push the goods down the distribution levels will be negatively affected However, due to demand-based distribution, products will sometimes reach consumers quickly and sometimes slowly Due to today's general consumption trend of Vietnamese people, they are getting closer and closer to modern distribution channels such as supermarkets, convenience stores, and ecommerce platforms Therefore, Custas has implemented a strategy of distributing its products through these retail channels Products are brought to consumers only through a retailer Specifically, Custas are sold at retail supermarkets such as Big C, supermarket chains Coopmart, Coopfood, supermarket chains Vinmart, Vinmart+, Circle K, System Maximax, Familymart, Lazada, Tiki, Shopee Supermarkets, shops, etc Convenience store, this trading floor distributes products directly to the end consumer, by letting consumers choose their favorite and suitable products and product lines This distribution channel focuses on the end consumer, consuming in small quantities but often Thus, the place strategy of Custas cake is to expand the market, expand the agents, and gradually increase the quantity and quality of distribution channels 3.7.3 Price Custas price with coconut cream flavor on the market has the official price: 45,000 /box Orion follows a leading strategy of product quality, thus offering a price to target a medium to high income customer  Basis of product pricing based on cost and consumer perception of the product For the wholesale price: Wholesale = product cost + % trade discount + transportation cost  Stage: Orion is for dealers and distributors 3% based on wholesale prices  Transportation costs: Products are transported by truck at high cost from factories to cities across the country so freight costs are divided between Orion and distributors For the retailer: According to the actual cost of the product, after calculating all of the sub costs, plus one plus the cost of the statement in advance rate 16 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 These profitabilities include: a 10% discount to the distributor, percent of the retail agency's desired profit and the company's wish level 3.7.3.1 Estimate cost  Direct costs: construction costs, direct materials, and manufacturing supplies  Indirect costs: quality control costs, depreciation, insurance, and taxes Name of the fee The rate of new product 10.000 (22,2%) Direct cost Indirect cost 2.000 (4,4%) Transportation cooperation 2.000 (4,4%) 10.000 (22,2%) Marketing activities Operate at point of sale 2.750 (6,1%) Ingredients of dish 3.000 (6,67%) Others costs 1.000 (2,22%) Total 30.750 (68,33%) Profits 14.250 (31,67%) Table 1: Estimated cost 3.7.4 Promotion To increase brand awareness, promotional strategies must be implemented appropriately, especially through online platforms Also collaborating with celebrities will definitely benefit Custas in promoting new products It is possible to conduct a consumer poll on social networks, especially Facebook, so that consumers have the opportunity to express their opinions, more interest in the brand's campaign Through the execution of this campaign, Custas was able to achieve its marketing goals by the end of the given period Orion's Custas brand has always relied heavily on media such as newspapers, television and especially online via the internet, various websites such as Orion's official channel on Youtube to introduce new products at the same time expanding to many e-commerce platforms such as Shopee, Tiki, Lazada to increase brand awareness and further develop the next products On-site marketing: Custas has a team of trained sales staff who understand customer psychology and with a professional working style and good communication ability to introduce Custas products with coconut cream new at shopping centers, supermarkets or small shops Provide samples for customers to try At the same time, the cooperation of famous people is also an important factor affecting consumers' purchasing decisions Advertising: This will be Custas' main communication tool to introduce the product Along with the current complicated epidemic situation, the theme of this campaign will be the 17 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 image of families gathering together, sending wishes of health and love through gifts to overcome the pandemic At the same time, the approaching Tet holiday is also considered an occasion when people give Tet gifts together Famous people that we can invite to cooperate for this advertising campaign ‘Tết trọn vẹn - Ngọt ngào yêu thương’ can be mentioned as Ly Hai - Minh Ha, now married and have a great influence on the world young with this topic Special Offers: Orion can apply many promotions for Custas products in different forms such as: + 1,000 glasses with the logo of Custas when buy + Discount 25% for each unit, total cost for the difference + Giveaway 2,000 lanterns at Mid- Autumn + 30 % extra for each box at the end the the year Point of purchase: + Beautiful and eye-catching Custas products display + Create more mini-game activities to attract people to participate at the point of sale PR: Orion will use a famous electronic communication channel such as Kenh14, organize charity programs to support poor children, orphans, difficult families or families who have lost loved ones because of Covid 19 to reduce it somewhat difficult 3.8 MARKETING PROGRAM Custas’s marketing program is divided into the following approaches to pricing, distribution, advertising and promotion, and customer service  Pricing:The focus will be on the selling price per unit Models for dealers or distributors  Distribution: Orion will focus on indirect marketing in order to reach a wider market with the use of retailers and supermarkets than having stores at one location Especially, Orion sale on Ecommerce  Advertising and promotion: Communication and promotion tools which are close to the target customers will be used  Customer service: Orion will strive to achieve benchmarked levels of customer care 3.9 MARKETING RESEARCH After almost 16 years in the Vietnamese market, Orion has achieved many milestones such as serving as Vietnam's top confecmaker, holding nearly 67% of the market share Despite the epidemic, Orion in the Vietnam market revenue increased by nearly 16% with sales of $247.4 million in 2020 alone This good business result placed Orion on its 14th ranking of the top 100 Global Candy companies in the world published in Candy Industry Magazine last year 18 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 In February 2017, Orion Vina Food launched the Youtube Channel ‘’Orion World" to abridge the distance from consumers Orion World evolved as the brand's main media channel; For the purpose of increasing brand Awareness and entertainment for all ages, Especially young people A generalized generation of content grew from promotional videos, reality television, music videos, Web dramas, and influencers/Kols/Youtubers to become popular Today Orion is widely promoted on social networking sites, e-commerce shopping sites and many other sales locations Through many locations and sales methods, Orion can approach and understand customers better to offer products and communication and promotion programs suitable for many audiences 19 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 SECTION 4: FINANCIAL This section will be evaluated against the financial statements of Orion Company These financial statements are for the year ended December 31, 2021 and the year following 2022 4.1 FIXED COST FIXED COST MONTHLY COST (VND) YEARLY COST (VND) Worker’s average salaries 480.000.000 5.760.000.000 Average cost of energy 400.000.000 4.800.000.000 Average cost of facilities 1.500.000.000 180.000.000.00 TOTAL 2.380.000.000 28.560.000.000 Table 2:Fixed cost 4.2 VARIABLE COST VARIABLE COST MONTHLY COST (VND) YEARLY COST (VND) Raw materials 1.800.000.000 21.600.000.000 Packaging 700.000.000 8.400.000.000 Marketing 833333333,3 8.000.000.000 Depreciation 500.000.000 10.000.000.000 Transport 1.000.000.000 12.000.000.000 TOTAL 4.833.333.333 60.000.000.000 Table 3: Variable cost 4.3 ASSUMPTION OF PROJECT MONTH (VND) YEAR (VND) Cost 7.213.333.333 86.560.000.000 Income 10.800.000.000 129.600.000.000 Profit 3.586.666.667 43.040.000.000 Profit after fax 20% 2.869.333.333 34.432.000.000 Table 4:Assumption of project 20 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 4.4 BREAK- EVEN ANALYSIS BREAK – EVEN ANALYSIS Monthly unit break-even 98500 Monthly sales break-even 4.432.500.000 ASSUMPTION Average per unit revenue 45000 Average per unit variable cost 49100 Estimated monthly fixed cost 24200 Table 5: Break - even analysis 4.5 TIMELINE 21 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 SECTION 5: CONTROLS The purpose of the Custas marketing plan is to become one of the most popular coconut cream flavored in Vietnam The following areas will be tracked for performance: ● Revenue: monthly and yearly ● Cost: monthly and yearly Customer satisfaction ● The popularity of Custas' coconut cream flavor ● New product development 22 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 5.1 IMPLEMENTATION ACTION PLAN Milestone Start date End date Budget (millions) Manager Department Marketing plan completion 1/12/2021 15/12/2021 Ngan Nhi Nhung Marketing 1/1/2022 31/12/2022 400 Nhung Marketing 1/1/2022 31/1/2022 700 Ngan Nhi Marketing 1/8/2022 30/9/2022 700 Nhung Nhi Marketing 1/1/2022 31/3/2022 1000 1/5/2022 31/5/2022 695 Ngan Nhi Marketing 1/10/2022 31/12/2022 885 Ngan Nhung Nhi Marketing Fanpage completion Advertising campaign#1 ( Tết trọn vẹn ngào yêu thương) Advertising campaign #2 ( the tale of Cuội ) Sponsorship#1 ( Support poor children, orphans, difficult families or families who have lost loved ones because of covid 19) Sponsorship #2 ( Funding to buy covid 19 vaccine from state) Sponsorship #3 ( sponsor warm clothing for children in remote rural areas ) Total 4380 Ngan Nhung Marketing Marketing 23 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 PLAGIARISM REPORT 24 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 25 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Percent plagiarism =(7+9+5+8+0)/5= 5,8% 26 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 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